'SAFE CYCLING' IN AMSTERDAM. THE SAFE CYCLING CAMPAIGN: EFFECTS, PROCESS AND MOTIVATION

VEILIG OP DE FIETS IN AMSTERDAM. DE CAMPAGNE 'VEILIG OP DE FIETS': EFFECTEN, PROCES EN MOTIVATIE

A campaign was organised to increase cycling safety in the Dutch municipality of Amsterdam. The campaign was based on marketing principles, and centred on cyclists' needs in safety and comfort. The emphasis in the 'Safe Cycling' campaign was on infrastructure improvements and police enforcement. Police enforcement targeted speeding offences by motor vehicles. As regards traffic offences committed by cyclists, police enforcement concentrated on: (i) riding through red lights; and (ii) the absence of adequate cycle lights. The information campaign justified this activity by the "You can't have something for nothing!" slogan. The following questions were askedduring the campaigns's assessment phase: (1) How far did the campaign runaccording to plan? (2) What was the public awareness of the campaign, andhow was it judged? (3) How did the police accept the campaign? and (4) did the campaign change the actual behaviour of cyclists and drivers, and ifso, to what degree? The most important finding was that the campaign tiedin closely with cyclists' needs, although their behaviour did not change.However, the idea of giving something to get something was not sufficiently visible. This is probably one of the reasons why behaviour did not change. The campaign had limited police support.

Language

  • Dutch

Media Info

  • Features: References;
  • Pagination: 69 p.
  • Serial:
    • Issue Number: R-93-56

Subject/Index Terms

Filing Info

  • Accession Number: 00663192
  • Record Type: Publication
  • Source Agency: Institute for Road Safety Research, SWOV
  • Files: ITRD
  • Created Date: Aug 24 1994 12:00AM